LIFE IN AN ADVERTISING AGENCY

2. LIFE IN AN ADVERTISING AGENCY

6. CLIENT AGENCY

7. An advertising agencyis a service business dedicated to creating, planning, and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of developing the client’s brand. An agency can also handle overall marketing and branding strategies and all forms of communications for its clients.

8. An advertising agencyis a service business dedicated to creating, planning, and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of developing the client’s brand. An agency can also handle overall marketing and branding strategies and all forms of communications for its clients.

9. Non-advertising related services • Direct Marketing • Public Relations • Digital • Design • Events/Activation • Media Planning/Buying • Market Research

10. Marketing Objectives Communication Objectives

11. Marketing Objectives Communication Objectives KERD Develop the communication Communication strategy Creative Brief

12. Marketing Objectives Communication Objectives KERD Develop the communication Communication strategy Creative Brief Identify the Target Audience

13. Marketing Objectives Communication Objectives KERD Develop the communication Communication strategy Creative Brief Identify the Target Audience Decide on marketing Communication mix Measure communication results Media planning/buying

14. Marketing Objectives Communication Objectives KERD CLIENT SERVICING Develop the communication Communication strategy Creative Brief CREATIVE STRATEGIC PLANNING Identify the Target Audience PRODUCTION Decide on marketing Communication mix Measure communication results Media planning/buying MEDIA PLANNING & BUYING

15. CLIENT SERVICING/ACCOUNT MANAGEMENT The account manager will develop a creative brief, that gives direction to the creative team. The account executives need to be sufficiently aware of the client's marketing issues that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field. They often need to work closely with strategic planners to arrive at a good brief and develop a good communications strategy

16. CLIENT SERVICING/ACCOUNT MANAGEMENT The account manager will develop a creative brief, that gives direction to the creative team. The account executives need to be sufficiently aware of the client's marketing issues that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field. They often need to work closely with strategic planners to arrive at a good brief and develop a good communications strategy

17. STRATEGIC PLANNING The role of planners is to unearth insights that creative teams could use to make more relevant, impactful ads. In order to do this planners conducts research into their target markets, looking for new trends, behaviours and needs that will allow the client’s message to cut through and truly connect with its audience. It involves a lot of consulting work with clients, identifying what the real business problem is that we’re trying to solve. It involves structuring the problem in such a way that different teams can each solve part of it – some problems need creative solutions, some problems need technological innovation, some problems need content, many need all of the above.

18. STRATEGIC PLANNING The role of planners is to unearthinsights that creative teams could use to make more relevant, impactful ads. In order to do this planners conducts research into their target markets, looking for new trends, behaviours and needs that will allow the client’s message to cut through and truly connect with its audience. It involves a lot of consulting work with clients, identifying what the real business problem is that we’re trying to solve. It involves structuring the problem in such a way that different teams can each solve part of it – some problems need creative solutions, some problems need technological innovation, some problems need content, many need all of the above.

19. CREATIVE The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message).

20. CREATIVE The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message).

21. MEDIA BUYING/PLANNING The media services department's media buyers are the people who advise upon and negotiate with media houses. The media planners function is to allocate the media budget across different media and plan the placement, frequency and scheduling

22. MEDIA BUYING/PLANNING The media services department's media buyers are the people who advise upon and negotiate with media houses. The media planners function is to allocate the media budget across different media and plan the placement, frequency and scheduling

23. PRODUCTION The production department, ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising )

24. PRODUCTION The production department, ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising )

25. Perception, Belief, Attitude& True Lies

26. Commercial Break

27. Marketing Objectives Communication Objectives KERD CLIENT SERVICING Develop the communication Communication strategy Creative Brief CREATIVE STRATEGIC PLANNING Identify the Target Audience PRODUCTION Decide on marketing Communication mix Measure communication results Media planning/buying MEDIA PLANNING & BUYING

28. Marketing Objectives Communication Objectives KERD CLIENT SERVICING Develop the communication Communication strategy Creative Brief CREATIVE STRATEGIC PLANNING Identify the Target Audience PRODUCTION Decide on marketing Communication mix Measure communication results Media planning/buying MEDIA PLANNING & BUYING

29. The Brief

30. ConciseFocussedInspiring

31. The Brief Brief No Information No Direction

32. The Good Grief Brief Information No Direction

33. What A Relief Brief Information Direction

34. Prepare For The Briefingwith Knowledge

36. Client: Pope Julius IIProduct: The Sistine Chapel

37. We have problems with the Sistine Chapel. The ceiling is damp and cracked… please cover it up

38. Please paint the ceiling of the Sistine Chapel

39. Please paint the ceiling of the Sistine Chapel using red, green, blue and yellow

40. Please paint the ceiling of the Sistine Chapel with Biblical scenes incorporating some or all of the following: God; Adam and Creation; angels, devils, saints in colours that are vibrant

41. Please paint the Sistine Chapel ceiling for the greater glory of God as an inspiration and a lesson to his people.Use frescoes which depict the creation of the world, Lucifer’s fall from grace, mankind’s degradation by sin, the divine wrath of the deluge, and the preservation of Noah and his family

42. Information.And it’s giving you a direction

43. A good brief is like a catapult

44. A good brief should not be only about information.It should also be about inspiration.

45. Strong balance of rational and emotional benefits • Rational benefits Enduring Emotional benefits • brands

46. THERE ARE TWO HALVES TO A BRIEF Marketing Communication An inspirational Consideration Considerations spark FUNCTIONALEMOTIONAL ClientConsumerTo ignite the flame of creativity requirementsopportunities easytough If the brief has an original angle, so will the creative work

47. REQUIRED INFORMATION TO PASS ON TO THE CREATIVE • What the ads need to achieve • Who we are trying to talk to • What they currently think of the brand/product • How we can persuade them to change their mind • Why they should believe us • What tone of voice we should adopt • What we need to produce • When we need it by

48. Prepare For The Briefingwith Knowledge

49. Everything on one piece of paper -that’s why it’s called a brief The difference between a brief (encapsulation) and a briefing (dramatisation)

50. FIRST SECTION: WHAT DO WE NEED TO ACHIEVE?